Dive Brief:

• Kellogg chip brand Pringles ran an interactive, livestreaming connected TV (CTV) campaign during the Super Bowl, created with CBS Interactive and Innovid, according to details shared with Marketing Dive. The campaign served two versions of shoppable experiences, allowing viewers to interact with them via the CBS Sports app on Apple TV.
• One version of the campaign, which changed a city name based on a user's geography and revealed different Pringles chip combinations upon swiping, generated over 6.4% engagement, four times higher than Innovid's benchmark. Households swiped the ad an average of six times each time they saw it.
• Another creative element for the campaign included a shoppable experience with a QR code linked to Pringles' online store on Amazon. Viewers could lift their phones to the screen and "connect" with the code, generating an automatic link to the storefront. The QR code generated engagement of 0.6% "commerce actions."

Dive Insight:

In what Pringles says was the first-ever commerce-enabled streaming TV spot for the Super Bowl and first-ever interactive ad for the big event, the chip brand built on its "flavor stacking" messaging to make an impression on CTV viewers during the game. With this year's Super Bowl being called one of the most boring in history, Pringles' experience underscores how brands that extended their campaigns beyond linear TV saw the biggest returns.

Along with the CTV campaign, Pringles also aired its second-ever commercial during this year's Super Bowl. The 30-second spot also featured "flavor stacking," along with a voice assistant that was "heartbroken" over not being able to taste the chips. Pringles also saw a four-point gain in buzz — an estimate of whether consumers heard anything positive or negative about the brand over the past two weeks — around its Super Bowl campaigns, according to YouGov Plan & Track.

The Pringles campaign is a solid example of how brands can use CTV to enhance personalized experiences, something that consumers continue to demand from their favorite brands. The Pringles campaign changed the city name based on a person's location and offered new chip flavor combinations to feature relevant, personalized content delivered in real time. The campaign's high engagement levels illustrate CTV's ability to offer memorable, interactive experiences that encourage purchases and boost brand loyalty, especially around a big event like the Super Bowl.

As consumers cut the cord at higher rates and viewership on CTV continues to increase, marketers are investing more in the format to reach these viewers. Ad requests on CTV devices rose 1,640% year-over-year, according to Beachfront data. CTV ad requests reached nearly 30 billion in November 2018, compared to 1.7 billion the previous year. Marketers are also seeing promising results on their CTV campaigns, as the Pringles campaign illustrates. CTV completion rates average around 90%.